Sustainability has become more pressing than ever for Thailand’s industries – and in response, the tourism sector is also stepping up. Innovators like Find Folk – a Thai destination management company (DMC) and travel consultancy – are redefining what responsible travel can look like, by partnering with local communities to co-create ethical, eco-conscious tourism products and services.
“Sustainability and profitability are not mutually exclusive – they’re mutually reinforcing,” says Sappawat Kantamara, Head of Strategic Marketing and Sustainability at Find Folk. “Our eco-conscious travel experiences tap into a growing global market of responsible travelers willing to pay a premium for ethical, environmentally friendly tourism.”
Find Folk’s initiatives prove his point: the Go Green Booking platform, for instance, connects travellers with low-carbon accommodations, restaurants, spas, and markets across Thailand, all rated for their carbon footprint. Meanwhile, cultural collaborations like Tha Tien Fest in Bangkok showcase how tourism can revitalise heritage areas while preserving the environment.
We spoke with Sappawat about tackling overtourism through sustainable destination development, the role of digital platforms in amplifying impact, and how Find Folk is building a business case for responsible travel.
Thailand is under stress as a popular “beach” and “nature” destination, but many popular destinations are being degraded by overtourism. How does Find Folk’s business model address this?
As a sustainable tourism consultant, Find Folk acknowledges that overtourism is a significant challenge, especially in Thailand’s most iconic destinations. We strongly promote sustainability through every project and campaign – our business model not only advocates for destination stewardship, but also develops tourism products to be more sustainable across the entire supply chain.
We emphasize sustainable destination development by integrating environmental, social, and economic sustainability in our work with communities, businesses, and local governments. We also highlight alternative destinations that align with our principles of low-impact tourism, while promoting conservation and cultural preservation.
How does Find Folk’s business model integrate sustainability with profitability? Many would say that one is not often compatible with the other.
Find Folk believes that sustainability and profitability are not mutually exclusive – rather, they’re mutually reinforcing. Our approach promotes long-term value creation, where sustainability-driven tourism generates customer loyalty, operational efficiencies, and regulatory advantages.
Our eco-conscious travel experiences actually tap into a growing global market of responsible travelers willing to pay a premium for ethical, environmentally friendly tourism. Additionally, partnerships with private and public sector stakeholders help us scale our impact while ensuring financial viability.
What role does digitization play in Find Folk’s business model?
Digitization is a core pillar of our business strategy. We leverage technology to improve access to sustainable tourism experiences, reduce operational costs, and enhance data-driven decision-making.
Our digital platforms, such as the Go Green Booking platform, use AI-driven recommendations, carbon footprint tracking, and blockchain verification to ensure the credibility of sustainable tourism services.
Additionally, we have developed the Hello Local platform to enhance digitization in local community tourism. This platform connects travelers with authentic community-based tourism experiences, ensuring local benefits while providing a seamless digital interface for both visitors and hosts.
We also employ digital storytelling and social media campaigns to educate and inspire travelers toward responsible tourism choices.
What are the key objectives of the Go Green Booking platform, and how does it promote low-carbon tourism?
Go Green Booking aims to connect travelers with verified sustainable accommodations, tourism products and experiences that actively reduce environmental impact.
The platform promotes low-carbon tourism by prioritizing accommodations that implement energy-efficient practices, utilize renewable energy, and maintain strong waste reduction policies. It also encourages the use of low-emission transportation options, such as electric vehicles and rail travel. In addition, Go Green Booking highlights carbon-offset travel options and eco-certified activities, while providing travelers with carbon footprint calculations to support informed, environmentally conscious decision-making.
By integrating these principles, we ensure that sustainability is embedded in every travel choice made through our platform.
What criteria are used to select accommodations and services featured on the Go Green platform?
We follow a rigorous selection process based on internationally recognized sustainability frameworks such as the Global Sustainable Tourism Council (GSTC) criteria.
Our evaluation focuses on several key factors, including environmental impacts such as carbon footprint, energy efficiency, water conservation, and waste management. We also assess social responsibility through indicators like fair labor practices, community engagement, and cultural preservation. Strong governance is essential, encompassing transparent policies, ethical business practices, and regulatory compliance. Additionally, we prioritize businesses that hold third-party sustainability certifications and undergo regular assessments to ensure ongoing adherence to high standards.
Our team collaborates with sustainability experts to ensure that listed services genuinely contribute to responsible tourism.
How did your partnership with TAT come about, and what role do they play in your current projects? What other partnerships have Find Folk established?
Find Folk and the Tourism Authority of Thailand (TAT) have a shared vision of promoting sustainable tourism. TAT helps us amplify our initiatives through strategic collaborations, marketing support, and policy alignment. They have been instrumental in expanding our impact, particularly in promoting low-carbon tourism and responsible travel behavior.
One notable collaboration is the Tha Tien Fest, an initiative that revitalized Bangkok’s historic Tha Tien district through arts, culture, and community engagement. This project leveraged our expertise in destination branding, applying knowledge gained from our ongoing studies to create a festival that celebrates the district’s heritage while driving sustainable economic and social benefits.
Tha Tien Fest successfully integrated local artisans, performers, and sustainable tourism principles to showcase a model for cultural preservation and responsible tourism development.
Beyond its collaboration with the TAT, Find Folk has partnered with key organizations to amplify its impact. These include the EV Car Association, to promote electric vehicle tourism; the Max Me application from PT gas stations, which supports responsible travel campaigns; and various universities and research institutions, which contribute to data-driven sustainability studies. Additionally, Find Folk works closely with local communities and small-to-medium enterprises (SMEs) to ensure that economic benefits are retained within the destinations, fostering inclusive and sustainable growth.
After attending ITB Berlin 2025, we established further collaborations with global partners who share our commitment to sustainability and regenerative tourism, expanding our impact on an international scale.
These partnerships allow us to build a comprehensive ecosystem that drives systemic change in the tourism industry.
What metrics do you use to evaluate the success of Find Folk and the Go Green Booking platform post-launch?
Our success is measured through a combination of quantitative and qualitative metrics that reflect our commitment to sustainability and impact. Environmentally, we track reductions in carbon emissions, increases in the number of green-certified tourism businesses, and progress in waste reduction efforts. Economically, we assess revenue generation for local businesses, the creation of fair wage employment opportunities, and the reinvestment of profits into sustainability initiatives. Social engagement is another key focus, evaluated through community participation, traveler satisfaction, and observable shifts in behavior toward responsible tourism. Additionally, we monitor platform performance through growth in user adoption, booking volume, and customer retention rates, ensuring our solutions remain effective and relevant.
Additionally, we collect feedback from travelers, businesses, and industry stakeholders to continuously refine our approach and ensure alignment with sustainability goals.
Find Folk remains committed to revolutionizing the tourism industry by proving that sustainability is not just a moral obligation but a business imperative for long-term success.
What are Find Folk’s future plans, and any KPIs (key performance indicators) that you hope to achieve in the next year?
Our future plans focus on scaling our impact on sustainable tourism by expanding our digital platforms, strengthening global partnerships, and enhancing sustainable tourism practices across Thailand and beyond.
A key priority is to apply a full-loop supply chain management approach, ensuring sustainability is embedded at every stage – from sourcing and service curation to performance measurement and certification. This involves working closely with upstream suppliers to adopt eco-friendly practices, optimizing midstream tourism services for sustainability, and providing transparent downstream impact reporting for stakeholders.
Other key initiatives underway include expanding the Go Green Booking platform to feature a wider range of verified sustainable accommodations and services, as well as enhancing the Hello Local platform to better support community-based tourism through digital tools. Find Folk is also focused on developing new partnerships with global stakeholders to promote regenerative tourism models and launching sustainability certification programs to help tourism businesses elevate their standards. In addition, efforts are being made to strengthen carbon footprint measurement tools, enabling both travelers and businesses to more accurately track and reduce their environmental impact.
Looking ahead, key performance indicators (KPIs) for the coming year include a 30% increase in sustainable accommodation listings on the Go Green Booking platform, a 20% growth in community-based tourism participation via Hello Local, and a measurable reduction in carbon emissions from tourism-related activities through verified sustainability initiatives.
These efforts will continue to drive Find Folk’s mission of making sustainability a standard in the global tourism industry.
To learn more about Find Folk, visit their website, or check out their social media presence on Facebook, Instagram and YouTube.
